Women 'prefer network TV to CGM'

18th February 2008

Men and women have very different habits when it comes to viewing online videos, the findings of a new study suggest.

Research by Nielsen Online discovered that women aged between 18 and 34 accounted for 22 per cent of the viewers of streams from network TV websites, while men from the same age group made up only 12 per cent of those utilising such services.

However, the situation is very different for the leading four consumer generated media (CGM) websites in the US - YouTube, MySpace, Veoh and Break.

Men aged 18 to 34 were found to make up 27 per cent of viewers of streams from those sites, while their female contemporaries accounted for just 11 per cent of viewers.

The study also discovered that although there is little brand loyalty among users of CGM websites, viewers of network TV services tended to stick to one website.

Michael Pond, a media analyst with Nielsen, said users of network websites develop loyalty because they follow particular television programmes, but added: "With shorter clips and a viral nature, CGM websites are much more about discovery, and consumers are likely to view content on more than one."

The information could prove useful to marketers who are looking for more effective ways to reach their target demographic with online campaigns.